“Made to Stick” Chapter 5, Emotional

In Chapter 5, the Heath brothers explain three strategies for making people care: using associations, appealing to self-interest, and appealing to identity. None of them will work unless you remember the curse of knowledge that was discussed in the first chapter.

Association is done by asking the customers to think of them in that situation. Using the word “you” instead of talking in general is one huge way to make them care. The example of adopting a child from Africa and giving exact details helps many people donate to the cause. The other example of 1800 body bags outside the headquarters of a major tobacco company allowed a commercial to use the association of smoking to death.

The example of Dean Sherman is one I have heard before but I LOVE it! It appeals to peoples self-interest. Why do kids need to study Math? “People don’t lift weights so that they will be prepared should, one day, [someone] knock them over on the street an lay a barbell across their chests. You lift weights so that you can knock over a defensive lineman, or carry your groceries or lift your grandchildren without being sore the next day. You do math exercises so that you can improve your ability to think logically, so that you can be a better lawyer, doctor, architect, prison warden or parent. Math is MENTAL Weight Training.” The Heath brothers also use the acronym WIIFY which stands for “What’s in it for you?”

The “Don’t mess with Texas” campaign was the perfect example of appealing to a persons identity. How were they going to get the macho-looking man in the pick up truck to stop littering. They created Ads from famous Texans alluding to the fact that Texans do not litter.

We must look at how emotionally we can motivate our students in the classroom. How do we make students understand why Algebra is important? Which of Maslow’s needs are we hitting with our lessons?